Certain evidence shows that the more hyperlinks you have in your text, the more traffic gets directed towards your blog. Google for exampel recognizes commonly used keywords, such as ‘Michael Jackson’,  ‘New York’ or ‘the moonlanding’ and will eventually put your website on a higher rank, depending also of course on how many people visit it. But placing a larger variety of links in your text should ultimately result in more readers, since you would then appeal to a larger number of people. Not to mention other websites. They are obviously also monitoring activity concerning their websites on the internet and will be more than pleased when they have been mentioned. As you may understand by now, this is a water-tight theory. I should be rich in the morning.